Engaging in online sales without built-in, comprehensive support is a lot like opening a brick-and-mortar store without floor staff. No one’s available to help find a product, explain features or help in choosing between options. It’s an experience that usually requires customers to be independently resourceful, educated and committed beyond reason to a brand, product or service.
Technology can deepen this chasm by frustrating potential customers—or it can build a bridge by surpassing their expectations. And...